Exhibition Features Immersive Sound and Light
IQOS and Devialet have announced the launch of their ‘Soundsorial Design’ collaboration at Milan Design Week 2026, running from 20th to 27th April. The event marks a groundbreaking partnership between the number one tobacco heating system, IQOS, and the renowned French acoustic engineering company, Devialet.
Held at Opificio 31 in Tortona Rocks, the exhibition features an immersive landscape of water and light. In this ethereal space, sound, movement, and voice become visible across a dynamic canvas. Visitors are invited to explore their unique frequency as sound transforms into sight.
Oggie Kapetanovic, President Heat Not Burn at Philip Morris International, emphasised, “In both houses, design is deeply functional and innovation is the foundation. United by a relentless commitment to push innovation boundaries, Devialet and IQOS’ collaboration challenges the status quo while redefining the experiences of tomorrow.”
Capsule Collection Revealed
In addition to the exhibition, a ‘Soundsorial’ Limited-Edition Capsule Drop was unveiled. This exclusive set pairs the IQOS ILUMA i PRIME with Devialet’s Gemini II earbuds, which are designed with sound-wave-inspired patterns to reflect the union of technology and design.
Jacques Demont, Chief Executive Officer of Devialet, highlighted the unique experience, stating, “Driven by a shared ambition to disrupt industry conventions, IQOS and Devialet have designed a truly ‘soundsorial’ experience. Sound becomes a physical presence that completes the journey, embodied by the iconic design and performance of the Devialet Phantom Ultimate speaker.”
Devialet’s mission to give sound its rightful place in life is achieved through groundbreaking acoustic technology. This mission aligns with IQOS’s bold spirit of curiosity, driving the brand to innovate and explore new technologies for a better future. The exhibition exemplifies this pursuit of excellence, showcasing the synergy between two precision cultures.
The exhibition is open daily from 10:00 to 21:00 CEST. It offers a unique opportunity for attendees to engage with the fusion of art and technology. Adult smokers interested in exploring smoke-free alternatives are encouraged to visit the IQOS website for more information.
Philip Morris International, listed on the NYSE as PM, has been a leader in offering smoke-free products and developing alternatives to traditional smoking. The collaboration with Devialet is part of their ongoing efforts to innovate and provide consumers with unique experiences. Milan Design Week 2026 serves as an ideal platform for this launch, attracting a global audience keen on design and innovation.
With over 35 million IQOS users worldwide, the collaboration celebrates self-expression and community connection. Devialet’s expertise in acoustic engineering complements IQOS’s innovative approach, creating a shared vision for the future of sound and design.
